A Similarweb online traffic growth analysis shows SkinStore soared above Estee Lauder, while IT Cosmetics, Hollister and Reebok top charts.
Estee Lauder took second place with 590 percent growth, followed by Glossier , Kiehl’s , Clinique , Dossier , MAC , IT Cosmetics , Lancome USA and Olaplex .
Cyber Monday put Reebok, which didn’t place at all on Friday, in the lead with 224 percent growth, edging out American Eagle’s 214 percent. Rack Room Shoes maintained popularity, slotting into third place with 188 percent, followed by Under Armour , Madewell , Ralph Lauren , J. Crew , Adidas , Express and Urban Outfitters .
Either way, their buying muscle this year is not entirely surprising. Usage has spiked in “buy now, pay later” services, which have become popular with Gen Z. Adobe reported that BNPL ballooned with 21 percent in revenue year over year on Cyber Monday. Business climbed at installment payments companies, withtracking Black Friday/Cyber Monday sales growth of 129 percent and Afterpay noting a 34 percent increase in orders compared to 2020, across both online and in-store.
Similarweb saw clothes shoppers, in particular, hunting for deals across sites, and it pointed out a deep level of cross-shopping between thebehemoths. Out of all consumers who searched for apparel on Amazon, it said, more than a third also checked out Target on Black Friday. Even more, at 42 percent, visited Walmart.
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